12 eye-opening stats from Marketing United 2017

McKenzie Gregory


Presentations as fantastic as the ones at Marketing United 2017 have a tendency to completely suck you in. So when you heard that interesting stat and make a mental note to jot it down... well, it may not have actually ended up happening. 

We feel you. So to help jog your memory, we rounded up 12 of the most eye-opening stats shared during Marketing United. Give them a scan, soak them in, and let us know in the comments if we missed something!



1. 50% of content gets 8 shares or less, and 3 in 4 blog posts get 0 referring domain links. (BuzzSumo

What it means: There's an absurd amount of content out there, but the majority of it isn't capturing attention or generating significant engagement. Are you using content to move the needle for your organization, or are you just adding to the noise?


2. 54% of subscribers say they’ve felt tricked by a subject line. (Litmus/ Fluent

What it means: Feel free to get creative with your subject line copy, but never use it to mislead your subscribers into believing your email contains something it doesn't. Sure, you may get them to open, but you'll also lose their trust, encourage unsubscribes, and potentially cause spam complaints that damage your sender reputation. 


3. 22% of sites make it difficult to sign up for their email list. (Sumo)

What it means:  Email marketing is the most effective digital marketing channel out there, yet this massive group of brands still makes it downright impossible for potential subscribers to sign up for their lists. Reduce signup friction whenever possible to grow your email audience and reach more potential customers where they already are – their inbox.  


4. 98% of website visitors leave before they complete the action you desire as a marketer: registering, purchasing, converting, donating, etc. (Kissmetrics)

What it means: As marketers, we know how to drive traffic to our website... but we are VERY BAD at converting site visitors. The problem is that even though we know site visitors all behave differently, we treat them all the same. We have to direct them as individuals: Have they been there before? What are they looking for? Personalize the experience, and amazing things will start happening. 


5. 62% of marketers say they often feel overwhelmed by the volume of information coming in. (Econsultancy)

What it means: Today's marketers are drowning in data. We know it's crucial to a customer-centric approach, but identifying the data that truly matters is one of the most difficult challenges we're all currently facing. 


6. Only 5% of designers said the design feedback they receive from stakeholders is related to data or performance. (Unbounce)

What it means: Being trendy doesn't make it right. Oftentimes, marketers will want to implement a design tactic simply because they see other people doing it. But really, all design choices should ultimately come down to testing and measurable data. 


7. Minorities now make up almost 40% of the US population. (US Census/ MarketingCharts)

What it means: Considering diverse points of view is absolutely key to marketing campaigns that speak to your audience. Collaborate with people from different backgrounds and with different perspectives to produce the best, most inclusive work. 


8. Only 32% of marketers focus their content on the needs of their audience versus the needs of their brand. (Content Marketing Institute)

What it means:  Never create content just to fill a campaign or meet an arbitrary deadline. Instead, start by identifying what your audience needs, then create the kind of content that fulfills those needs. 


9. In 2016, about 22% of businesses were satisfied with their conversion rates. However, for every $92 spent on acquiring leads, only $1 was spent on converting them. (Econsultancy)

What it means: CRO (conversion rate optimization) isn't just a buzzword. With increasingly critical eyes pointed toward marketing budgets, we all need to get more efficient with our campaigns. 


10. Only 5% of people remember stats after they’re shared; 65% remember stories they’re told. (Matthew Luhn talking about Chip Heath's Stanford University study.) 

What it means: Lasting brand loyalty comes with campaigns that tell a compelling story. Make it personal, impactful, and memorable, and you'll win over brand advocates for life. 


11. 85% of the world’s population is unfilmable. (Scott Stratten)

What it means: Ok, so this stat's accuracy is a LITTLE questionable. But the point Scott was trying to make is that even if something is trendy, that doesn't mean it's a good fit for your brand. Use the channels that make sense – don't just jump on everything that's new and shiny for the heck of it. 



A sneak peek at our upcoming industry report... 


12. Only 11.8% of marketers feel they’re fulfilling the expectations of both their audience AND their organization. (Emma) 

What it means: As marketers, we all want to serve up incredible, relevant, helpful experiences to our audiences. But at the same time, that desire doesn't always align with the pressures we feel from higher-ups and other departments. Finding out how to align the expectations of your business and the expectations of your audience is incredibly tough, but when you do it, that's when the magic happens. 


About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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